2014, vol. 9, br. 2, str. 49-61
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Uticaj kulture kao marketinškog faktora na ponašanje potrošača
The influence of culture as a marketing factor on costumer's behavior
Sažetak
Društveni faktor koji ima najširi uticaj na ponašanje potrošača je kultura. Cilj ovog rada je da kroz elemente i dimenzije kulture objasnimo navike, običaje i sklonosti ljudi u potrošnji. S obzirom na prostranu i prožimajuću prirodu kulture, njena studija zahteva detaljno ispitivanje karkatera celokupnog društva, obuhvatajući elemente kao što su jezik, zakoni, običaji, religija, umetnost, tehnologija, poslovni partneri, proizvodi i drugi elemnti koji društvu daju prepoznatljiv ukus. Razumevanje sličnosti i razlika među potrošačima je veoma važno za multinacionalnog ponuđača. Ukoliko je veća sličnost među potrošačima oni će se služiti sličnim strategijama ali ukoliko su verovanja i običaji različiti, tada se za svaku zemlju koristi individualna marketinška strategija. U međunarodnom marketingu može doći do greške ukoliko se promotivna poruka neke kompanije predstavi na jeziku koji nije razumljiv potrošačima u datoj zemlji i koja označava nešto sasvim suprotno i neprihvatljivo od strane potrošača. Razlike u kulturnim vrednostima mogu da se opišu različitim dimenzijamaindividualizam, muževnost, distanca moći, izbegavanje neizvesnosti i dugoročna orijentacija. Tržišni segmenti u zemljama u razvoju nude velike mogućnosti, ali stvaranje vrednosti u tim segmentima znači da nijanse u kulturi moraju da budu shvaćene.
Abstract
The social factor that has the widest impact on customer's behavior is culture. The aim of this work is that through the elements and dimensions of culture explains habits, customs and tendencies of people in consumption .According to the broad and pervasive nature of culture, its study requires a thorough examination of the character of the entire society, including elements such as language, laws, customs, religion, art, technology, business partners, products and other elements that give the society a distinctive taste. Understanding the similarities and differences among costumers is very important for multinational tenderer. If there is a greater similarity between the costumers they will use similar strategies but if the beliefs and customs are different, then each country uses individual marketing strategy. In international marketing error may occur if the promotional message of a company presents in a language that is not understandable to customers in a given country and which means something completely different and unacceptable by customers. Differences in cultural values can be described in various dimensions - individualism, masculinity, power distance, avoidance of uncertainty and long-term orientation. Market segments in developing countries offer great opportunities but the creation of values in those segments means that the nuances of the culture must be understood.
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